Although I can't speak for Jikan, from what I understand, the "standard" in Japan is different from the "standard" in the West. Japan lay butsudans have many levels and layers with such things as what is described in the video plus ancestral tablets, small bells, wooden fish bell (mokugyo), golden dangling ornamants (the heavens), images of the founder, of family members etc.

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Western style butsudans tend to have a lot less because of space/family/cost constraints